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Using brand knowledge to predict beer brand preference and loyalty for samples of new frequent users in Perth and Beijing

Yang, Jinchao, Mizerski, Dick, Lee, Alvin, Liu, Fang, Olaru, Doina and Chua, Hui Min 2010, Using brand knowledge to predict beer brand preference and loyalty for samples of new frequent users in Perth and Beijing, in ANZMAC 2010 : Doing more with less : Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference, ANZMAC, Christchurch, N.Z, pp. 1-7.

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Title Using brand knowledge to predict beer brand preference and loyalty for samples of new frequent users in Perth and Beijing
Author(s) Yang, Jinchao
Mizerski, Dick
Lee, Alvin
Liu, Fang
Olaru, Doina
Chua, Hui Min
Conference name Australian and New Zealand marketing Academy. Conference (2010 : Christchurch, New Zealand)
Conference location Christchurch, New Zealand
Conference dates 29 Nov. - 1 Dec. 2010
Title of proceedings ANZMAC 2010 : Doing more with less : Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference
Editor(s) Ballantine, Paul
Finsterwalder, Jörg
Publication date 2010
Conference series Australian and New Zealand marketing Academy Conference
Start page 1
End page 7
Total pages 7
Publisher ANZMAC
Place of publication Christchurch, N.Z
Keyword(s) brand knowledge
consumer-based brand equity
discrimination ability
prediction
Australia beer market
China beer market
Summary This study tests a model of Brand Knowledge and Brand Equity of brands of beer on new and frequent users in two populations that differ in their stage of the beer product life cycle and culture. Using Multiple Logistic Regression (MLR) and Binomial Logistic Regression (BLR), models based on the respondents' Brand Knowledge are able to correctly identify Chinese respondents’ preferred brand of beer 56% of the time, while correctly identifying 77% of respondents in an Australian sample when three top brands are tested. The model could further identify 67% of those that stay or switch in both the Australian and the Chinese samples.
Notes Reproduced with the kind permission of the copyright owner.
ISBN 9780473178208
Language eng
Field of Research 159999 Commerce, Management, Tourism and Services not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1.1 Full written paper - refereed
Copyright notice ©2010, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30036206

Document type: Conference Paper
Collections: School of Management and Marketing
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